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About this workshop

The most meaningful brand communications put people first. They understand the platform where their content is being consumed. They make a person feel differently about a brand. It’s not intrusive or and interruption, it’s an augmentation of the experience the person is already having.

A good content strategy for marketers takes a brand’s business and communications goals and transforms them from ads (intrusive) to stories (interactive) to connect with people in a meaningful way. In this class we'll learn how to define a brand’s thematic strategy and how to connect business goals to formats and larger cultural themes and topics. You'll leave knowing how to lay the foundation for creating content and how to activate across digital channels.

Takeaways

How to create a thematic strategy and the approach to digital storytelling

A beginning look at assigning and assessing channels & formats

Initial guide to defining KPIs and how to measure success

Prereqs & Preparation

Students should come prepared with 2-3 examples of content (social media posts, blog posts, videos etc.) they like from brands, editorial sites, people etc.

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